Integrated Tourist Market Among The East African Countries: A Case Study Of The Opportunities And Challenges Of A Common East African Visa For The Tourism Industry In Kenya

With globalization at the centre stage, power and regulatory practices have been transformed. Rigid territorial frameworks in the form of national boundaries are slowly loosening up paving way for reinforced interdependence. Regions have thus come together to forge alliances to safe guard their interests as well as address certain challenges. Regional integration is not only viewed as a rational response to challenges faced within borders of a geographical area but also perceived as the key to future competitiveness. Regional cooperation for the development and promotion of tourism is therefore attracting attention. The East African Community is one of the regional organisations in Africa. It has incredible potential thanks to her countless opportunities. Kenya is looking for ways of regaining destination confidence and competitiveness. This paper thus examines the integrated tourist market among the East African countries with special focus on the stakeholders’ perceptions about the potential impact of common regional visa on the tourism industry in Kenya. When travel facilitation is prioritized chances of achieving seamless travel experience is high thus promoting tourism. The study revealed a number of factors such as joint marketing of a single destination, economic development, information sharing, a strong regional image and ease of movement with relatively shorter processes that constitute the opportunities of a common visa for the tourism industry in Kenya. Nevertheless, some challenges also emerged such as mistrust among partner states, inadequate infrastructure, lack of awareness, standards of service and procedures at the borders. The study recommends that quality controls and monitoring take effect in order to maintain standards, participation in regional and international fairs as a means of creating awareness and to market the country. Security concerns need to be addressed while adequate policies are put in place so as remove obstacles to tourism growth. It is strategic interventions and participation by the private sector that will drive the uptake of the single tourist visa and further growth of the tourism industry. This can only come to fruition if all partner states are packaged under one umbrella with collaboration and cooperation driven by good leadership. Further research can be expounded on the findings as a means to provide a better understanding of the viability of the East African Tourist Visa (EATV).